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Aquascutum plans West End return

Luxury heritage brand Aquascutum is poised to return to London’s West End, two years after selling its Regent Street property and home of 110 years.

Aquascutum, which went into administration last year before being rescued in May by YGM Trading to the tune of £15m, is looking for properties in Bond Street or Regent Street, with the aim of returning to the area in autumn 2013.

Chief executive of the UK business Tim Dally told Retail Week the location was key to Aquascutum’s “quintessentially British heritage”.

The business will be focusing its offer on shoppers from Asia, Russia, the Middle East and North America, with products including raincoats and suits.

“The value of the British brand is its heritage and we are exporting that heritage,” said Dally. The London flagship will trigger a roll-out of stores across North America.

After taking the helm, Dally reduced the brand’s retail footprint in the UK and North America from 44 stores to 19, but now plans to rebuild its presence in “every major city” in North America, kicking off initially with five shops.

“The London flagship will be key to the roll-out. We are hunting high and low for a site,” he said.

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